Francisco (Paco) Puertas [he/him]

Lumen is a 100% Mexican retail brand with nearly 80 years of history and 54+ stores nationwide, specializing in paper, art, technology, and school supplies. Leading the brand's marketing strategy and commercial positioning, with cross-functional involvement in profitability and retail experience.

Founder of a consultancy boutique for SME's that aim to improve their performance. Our mission is to generate long term value and we stop at nothing to deliver. Our services portfolio includes strategy, planning, user/chooser understanding, activation, media purchase and performance management.

Pasteko is Mexico's second-largest "pastes" quick-service brand, operating 160+ locations across Mexico and the United States. Broad commercial leadership role overseeing Sales, Marketing, Franchise Development, Product Innovation, Training, and Store Maintenance — leading a team of 120 people across corporate and own-store operations. Coordinated the opening of 8 new stores in under 7 months, expanding the brand's national footprint. Drove 3% same-store sales growth vs. prior year through commercial and marketing initiatives. Launched 4 product line extensions achieving a 101 success index in consumer validation. Reengineered the training program to strengthen service standards and operational consistency. Restructured the commercial team to improve efficiency and cross-functional execution.

Palenque Group is a South Texas restaurant group with over 40 years of history, operating brands including Taco Palenque, Palenque Grill, and Pollo Palenque. Led brand strategy, digital engagement, and performance marketing to enhance customer experience and drive sales growth across the group's restaurant portfolio. Spearheaded digital channel expansion strategy targeting growth from 3% to 10% of total sales through social media, digital promotions, and owned digital assets. Planned and scoped the launch of a CRM platform to improve customer retention, streamline operations, and strengthen bottom-line performance. Introduced digital-only discounts and social media-driven promotional offers, increasing consumer engagement and repeat purchase frequency

Reporting to Sr. Global Marketing Vice President, and member of the Director's board and Talent Development Committee. I was responsible for the Writing division marketing initiatives in LATAM. Led a team of 8 bright marketeers. My key responsibilities were to 1) Drive a relevant regional pipeline, 2) Maximize peak seasonality sales through innovation and promotions, 3) Improve portfolio profitability, 4) Lead the Business Plan process 5) Build cross functional alignment Some results: 1) Developed regional products that leveraged user pain points in record time for the permanent markers, ball point gels, pencils and coloring brands 2) Implemented innovation process achieving double digit success rates in pre screenings 3) Analyzed portfolio profitability, recommended and executed rationalization

Reporting to Sr. Global Marketing Vice President, and member of the Director's board and Talent Development Committee. I was responsible for the Tools division (Irwin and Lenox) marketing in LATAM. Led a 22 marketeers team. My main responsibilities were 1) Expand brand portfolio into adjacent categories, through profitable innovation. 2) Increase user base and market share for the drill bits and hand tools categories. 3) Develop 3 year business plan, media, merchandising and promotional initiatives. Some results: Developed a locally relevant product pipeline (cutting, drilling & hand tools) Implemented consumer promotion Improved profitability through product rationalization Details and numbers included in my CV

Reporting to Sr. Global Marketing Vice President, and member of the Director's board and Talent Development Committee. I was responsible for the Rubbermaid Commercial Products division (B2B) marketing in LATAM. Led a 5 marketeers team. My main responsibilities were: 1) Develop a profitable expansion strategy into Brazil. 2) Increase penetration of the cleaning, refuse and mobility verticals in LATAM. 3) Develop yearly business plans, media and customer recruitment initiatives Some results: Developed pull through program leveraging healthcare and hospitality channels. Developed locally relevant versions of global core products in the cleaning and refuse categories. Implemented a targeted launch of HYGEN platform to key stakeholders of healthcare channel in Brazil

Reporting to General Manager and member of the BK Mexico Executive Board. Responsible for leading yearly business plan development, goal setting and development of marketing budget. Tasked to strengthen brand positioning among target consumers. Accountable for designing and implementing consumer research process. In charge of leading strategic and tactical innovation, promotional and communication efforts. Responsible for conducting negotiations with TV networks and leading media planning process. In charge of managing PR program and crisis situations. Responsible for leading continuous marketing committee meetings with franchisees. In charge of creating alignment with franchisees, headquarters and local leadership behind initiatives. Tasked to conduct media, PR and creative agency pitches. Directly responsible for hiring and developing a 5 member team.

Reporting to Marketing director. Responsible for developing and controlling yearly business plan and marketing budget. Tasked to co-develop KFC’s repositioning strategy. In charge of managing high-end segment strategy and tactical plans. Responsible for development and implementation of home delivery platform. Accountable for new product development process. In charge of implementing impactful local store marketing initiatives. Responsible for managing relationships with key suppliers. Responsible for hiring and development of 2 resources.

Worked as a scholar in Research and Statistics, Strategic Planning, Fanta brand, and culminating as a member of the management team for Brand Coca-Cola.

Strategic Execution Consumer Centricity Leadership & Team development